It doesn't require much reflection to realize that attempting to generalize about the views of 300 million Americans can be a very hazardous business. Whether it is for a news story, a political campaign or a new product rollout, guessing wrong can lead to anything from embarrassment to catastrophic losses. That's why polls are everywhere. They apply the methods of scientific inquiry to social behavior.

As polling veteran Jon Krosnick observed, "Everybody has come to realize that in order to stay in touch with the realities of the marketplace, in order for government to be responsive to its citizens and in order for academics to understand what drives people's behavior, surveys are an incredibly efficient way of getting data." (1)